Madrid, April 29, 2024.- A giant female hand with sharp nails protrudes from the screen of Cines Callao to grab the perfume bottle advertised on an adjoining canvas located in the square. This is the eye-catching CGI action that Mugler has launched to advertise Alien Hypersense, the new perfume that the cosmetics firm has just launched on the market.
Alien Hypersense Eau de Parfum is a fierce, strange and cool new mutation of Mugler’s fragrances. This hypersensual fragrance offers a hypersensory version of the revelations of jasmine, sambac and cashmere.
The piece supports the campaign that the brand has launched at Callao City Lights, starring model Anok Yai. The simulated outdoor advertising action was developed by Maramura together with Publicis Content. Media management was handled by Publicis conexión by Zenith, the bespoke solution created for L’Oréal Spain and Portugal.
This special action is part of the campaign that Mugler has also launched on television, digital, and other outdoor media, on the occasion of the launch of the fragrance, providing a unique brand experience.
Pioneers
This campaign is a magnificent example of the possibilities offered by CGI technology in the creation of pieces linked to advertising screens. A modality in which Callao City Lights was a pioneer in Spain, since until just a few months ago this type of creations had only been exhibited in our country associated with buildings or public places in cities.
“Actions of this type contribute to the enhancement of outdoor advertising. Pieces that are already eye-catching on screen manage to go viral on social networks thanks to the spectacular nature of CGI, a format in which reality and fiction intermingle to achieve a surprising effect,” says Gorka Pagazaurtundua, commercial director of Callao City Lights.
About Callao City Lights
Callao City Lights is a pioneer in large-format digital outdoor advertising in urban centers, thanks to its two large screens located on the facades of the Callao Cinemas. These supports are equipped with the latest innovations (3D, OnAir technology, live broadcasts, mobile retargeting, interactivity, contextualized creativity…) and with the best image quality in the market.
Likewise, since June 2022, Callao City Lights markets Circuito Gran Vía, the largest large-format digital circuit in urban environments in Spain. Made up of the outdoor screens (15) of the Callao Cinemas and the Coliseum, Lope de Vega and Rialto theaters (4 of the 7 theaters on Madrid’s Gran Vía), it has a total advertising area of 460m2 and allows brands to reach the public along the Callao/Plaza de España axis, which is particularly popular due to its tourist, commercial and entertainment attractions.
In addition, Callao City Lights manages the Callao Cinemas space where the most important premieres and events in Madrid take place. A privileged place for its history and technological equipment, both for corporate events and for the film world.
The Callao Cinemas are located in the heart of Madrid, in the Plaza del Callao, the third busiest square in Europe and the busiest in Spain (150 million people a year).
